Revital gets a booster dose business standard

BS APPS

HOME

BS PRODUCTS

MARKETS

Today's Paper

BS SPECIALS

COMPANIES

Latest News

OPINION

Economy

Finance

SIGN IN

BS E-PAPER

POLITICS

TECHNOLOGY

Current Affairs

SPECIALS

International

PF

Management

PORTFOLIO

MY PAGE

GALLERY

The Strategist

Weekend

Data Stories

#Demonetisation Search

TRENDING ON BS

SUBSCRIBE

Chat

News

Management » News » Marketing

Beyond Business

Revital gets a booster dose C LOSE Ranbaxy?s health supplement brand is doing everything it takes to retain its market leadership

Joe C Mathew | New Delhi March 28, 2012 Last Updated at 00:53 IST

Sharekhan FirstStep program

Ad

Open Free Demat A/c with low brokerage fee

Unless it went straight to the junk box, it is unlikely PDFmyURL - online url to pdf conversion

GO

that you would have missed Salman Khan’s email Holi

Enjoy Free Stock Trading with Upstox

wishes this year. No, it wasn’t an attempt to hardsell

Ad

his latest movie, rather it was part of a message meant to promote Revital - the health supplement brand that

ALSO READ

Bollywood’s leading actor started endorsing recently.

Ranbaxy Laboratories opens Morocco unit

New ambassador will take forward the brand promise

Analjit charts succession plan Kishore Singh: Hair goes Bollywood zooms in on Bharat

‘jiyo jee bhar ke’ (Live life to the fullest), which Indians have been hearing for the last three years from

Learn SQL for Beginners Train with Live Tutor for 3 weeks, Live SQL Class Online for $600 getbismart.com

ambassador for Revital.

Ranbaxy, India’s largest pharmaceutical company which owns Revital has chosen Khan, Bollywood star with smash hits such as Dabangg, Ready and Bodyguard, over Singh, currently undergoing cancer

IN THIS SECTION

AgustaWestland scam: Ex-IAF chief SP T yagi to be produced before Court today Why did Vajpayee not 're-implement' demonetisation if it was a success: Congress Aamir Khan backs Modi's demonetisation move, says have no black money

treatment in the US.

T riple blasts rock Imphal, no casualties reported

“Revital suffered a damage in positioning, since Yuvraj

Nalco to invest Rs 12,000 cr on new smelter in Odisha

Singh has been hospitalized after detection of cancer.

Thus to counteract and keep business in safe boundaries, they (Ranbaxy) signed Salman Khan”, R B Smarta, managing director of Interlink Consultancy, said.

A Ranbaxy official however said that the “megastar was an obvious choice keeping in mind the huge mass appeal he carries and also because he is a fitness icon.”

Smarta agrees, and adds that the decision to choose Khan for an estimated endorsement fee of Rs 7 crore was an ideal move by Ranbaxy Global Consumer Healthcare.

PDFmyURL - online url to pdf conversion

ALL NEWS

cricketer Yuvraj Singh. In fact, Singh was the first brand

Ranbaxy launches cholesterol drug in Europe Ad

LATEST NEWS

EC extends 'Every Indian Vote counts' deadline till Dec 31 Philippines' Rodrigo Duterte threatens to terminate aid pact with US T rump taps conservative South Carolina Republican Mick Mulvaney as budget chief 'Shameless' Rahul crossing all limits of morality: Ravi Shankar Prasad Uber to keep self-driving cars in San Francisco » More

What accompanied Khan’s Holi wishes was a limited period offer to test, free of cost, the

Ad

newly introduced brand extension of the country’s best selling health supplement – Revital Woman.

For a company that began its sampling campaign with 12 million sample capsules being distributed through magazines in six months time a couple of years ago, email promotions is just an extension of its mass campaigns in the twitter-friendly world.

This holiday season,... www.myrevitalite.com, http://woman.myrevital.com, there are brand extensions galore on the cyberspace as Ranbaxy tries to extract the maximum out of its money spinning Revital - a combination of vitamin, mineral and the Chinese wonder herb Ginseng. While Revital

CLICK HERE

Woman targets the special needs of women, Revital Senior is meant for people aged above 50.

Led by Revital, Ranbaxy’s Consumer Healthcare or non-prescription business recorded sales of Rs 311 crore, a growth of over 20 per cent year on year in 2011. The company has not

MORE NEWS Learn the Art of Investing through Sharekhan

Ad

disclosed Revital revenues separately.

However, the latest data generated by market research entity AIOCD AWACS shows that Revital brands grossed Rs 158.5 crore for the 12 months ended February 2012 (on a moving annual total or MAT basis). The MAT value on February 2011 for the brand was Rs 140.7 crore. Comparable figures for the same period in 2010 and 2009 were Rs 117.5 crore and Rs

Rise in imported coal prices puts overseas coal mines back in focus

68.1 crore, respectively.

“Revital, is Ranbaxy’s flagship OTC brand and is the No. 1 Vitamin & Mineral Supplement Brand (IMS Health SSA MAT Dec 11) in India”, a company official said.

Ameo – Own today, pay in 2018! Ameo EMI starts@ ₹11,999* T&C

The domestic OTC products market is pegged at over Rs 4,000 crore, growing at 12-14 per cent. Revitals’ competing brands include Dabur’s Chyawanaprash, Himalaya’s Liv-52 and Pfizer’s Becosule.

Major brands among rejuvenator products are Supractiv (Piramal), Nutralite (Amway), Nutrigo (Dabur), Well AM-PM, Well multivitamin (Modicare) and GNC (Guardian Lifecare Pvt. PDFmyURL - online url to pdf conversion

Tata Power: Stormy board meet ahead

Ad

Ltd). However, in the specific Vitamins + Minerals + Ginseng segment, the competing brands are Actival – Z – (Taj Pharmaceuticals), Seven Seas Multispectrum (Merck), etc.

According to Smarta, Revital was the fourth largest OTC brand in India as per Nicholas Hall

MOST POPULAR

2010 report and had won the prestigious ‘Reader’s Digest Trusted Brand’ for the Health & Personal Care category for 2nd consecutive year in 2011.

Revital had the first mover advantage as it was one of the well established brands already when Ranbaxy decided to shift the product from the drug category into a food supplement.

By doing so, Ranbaxy got the freedom to price / revise price of Revital products without any fear of government interruption. Since the price control and profit margin restrictions are limited to drugs, Revital as a health supplement was better placed than Revital as a drug to penetrate the market, experts feel.

“Revital’s success is largely attributed to an aggressive mix of first of its kind in over the counter (OTC) marketing and sales initiatives, like 21 day money back challenge or the rural van promotion”, Smarta points out.

distribution reach of an FMCG company into rural areas in India is much wider than that of a pharmaceutical company.

Marketing experts also highlight the recent addition or dual usage of brand name (Revital) in current marketing collaterals featuring Khan. While the previous collateral with Yuvraj Singh had his signature along with headline “I Trust Only Revital”, the current one with Salman Khan has his signature along with the headline “I Trust Revital...Only Revital”—perhaps the reason why Revital enjoys 88 per cent market share in its comparable health supplement segment.

R B SMARTA

RANBAXY

SALMAN KHAN

REVITAL

RANBAXY GLOBAL CONSUMER HEALTHCARE

PDFmyURL - online url to pdf conversion

Have info on tax evaders? Tip-off the govt on this new email id Deposits exceeding Rs 2 lakh without linking PAN won't be operational Black money holders get last chance to disclose till March 2017 Rs 6.15 lakh cheated from Paytm, FIR lodged against 48 customers

The company also tied up with FMCG major ITC to sell its products in rural areas as the

READ MORE ON

Arnab Goswami's new venture is called 'Republic' and it's launching on 26 January

YUVRAJ SINGH

PREVIOUS STORY

NEXT STORY

India to have highest salary increase in Asia Pacific in 2017: Survey

LATEST NEWS

Campaign logic: Game for efficient delivery

Reinventing Bombay DigitalDyeing drive

1 2

RECOMMENDED FOR YOU

40 Years Ago... And now: Dilip S hanghvi Buyin...

Rakesh Jhunjhunwalas networth up 55% in...

S ingh brothers may sell 26% stake in Fortis: Re...

I-T staff bodies cry over manpower blues to PM ...

Competition from Patanjali prompts FMCGs to hit...

The Strategist Quiz (#491)

3

Answers to the Strategist quiz (#490)

4

'We want to engage the largest food enthusiast community'

Âť More Ad

Advertisements Open Free Demat A/c with low brokerage fee

Learn the Art of Investing through Sharekhan

Moving a business from mobile ready to Mobile First

Go Cashless, buy Health Insurance Online

You Might Also Like

PDFmyURL - online url to pdf conversion

At De Beers: Mill diamonds

Be the difference...

CLICK HERE

Business Standard 317,464 likes

Like Page

Selling property? Expect a letter from the income tax department

India possesses capacity to implement decisions like demonetisation: Jaitley

'Amazon Prime Video' goes live in India: Top ten things to know about the service

If we release data, it will create 'chaos' in India: Legion

Axis Bank denies report of threat to its banking license over alleged bank licence

Rs 2,000 notes a temporary arrangement, will be ultimately withdrawn: RSS ideologue

Carbon monoxide is a silent killer — is your home truly safe?

Saatva is the bootstrapped mattress company giving Casper a run for its money

Today

Digiday

Promoted Stories

Wall Street Poster Boy M akes Shocking Prediction The Sovereign Investor

PDFmyURL - online url to pdf conversion

Be the first of your friends to like this

Contact Us

White Paper download Boardroom Conversations : Cybersecurity Perspectives

Car Engine Quiz: You M ight Be A M echanic If You Can Get #11

Singtel Business

Zoo

How M en Are Staying Healthy and Fit Over 70 GreatCall Recommended by

MORE ON MARKETS: QUICK LINKS

STOCK MARKET LIVE

BROWSE STOCK COMPANIES

STOCK MARKET NEWS

A

B X

PDFmyURL - online url to pdf conversion

C Y

Z

D

E

F

G

H

I

J

K

L

M

N

O

P

Q

R

S

T

U

V

W

PORTFOLIO

1

DERIVATIVES

2

3

4

5

6

7

8

9

BROWSE MUTUAL FUNDS COMMODITY MARKET

MUTUAL FUNDS

UPCOMING IPO

GOLD PRICE

PERSONAL FINANCE

SENSEX

A

B X

C Y

D

E

F

G

H

I

J

K

L

M

N

O

P

Q

R

S

T

U

V

W

Z

INDEX STOCKS ACC Cipla

Adani Ports

Ambuja Cem.

Coal India

Hindalco Inds.

Dr Reddy's Labs

ICICI Bank

Power Grid Corpn

Asian Paints

UltraTech Cement Ltd

Eicher Motors

Idea Cellular

Reliance Inds.

Wipro

GAIL (India)

IndusInd Bank

St Bk of India

Yes Bank

Copyrights © 2016 Business Standard Private Ltd. All rights reserved.

Aurobindo Pharma

BHEL

Grasim Inds

Infosys

Sun Pharma. Inds.

ITC

HDFC

BPCL

Bank of Baroda

HCL Technologies

Kotak Mah. Bank

Tata Motors

Bajaj Auto

Larsen & Toubro

Tata Motors-DVR

HDFC Bank Lupin

Tata Power Co.

M& M

Bharti Airtel

Hero Motocorp

Bharti Infra.

Maruri Suzuki

Tata Steel

TCS

NTPC

ONGC

Tech Mahindra

FROM BS WEBSITE

ABOUT US

SUBSCRIBE

ELECTIONS 2016

Home

About Us

E-Paper

Assam Elections

Companies

Code of Conduct

BS Magazines

Kerala Elections

Markets

Terms & Conditions

Portfolio Tracker

Tamil Nadu Elections

Opinion

Cookie Policy

Politics

Disclaimer

Technology

Investor Communication

West Bengal Elections

BS PRODUCTS

Specials

Smart Investor

Personal Finance

BS Hindi

Latest News Today's Paper RBI Policy

SUPPORT & CONTACT Partner with Us Careers Advertise with Us

BS Motoring BS Books B2B Connect iPhone

CONNECT WITH BS Facebook Google+ Linkedin

Bosch

Hind. Unilever

Zee Entertainment

Budget

PDFmyURL - online url to pdf conversion

Axis Bank

General News

Contact Us

iPad

General Videos

Feedback

android

General Photo Gallery

Browser Support

wap

Youtube

Events

Sitemap

BS Banking Round Table 2016

RSS

Authors

PDFmyURL - online url to pdf conversion

BS Fund Cafe 2016

Twitter